Event Segmentation
- Submitted by: mentholryan
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- Category: Other
- Date Submitted: 01/18/2012 11:16 AM
- Pages: 20
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Executive summary
Event-Glastonbury festival
Marketing topic-market segmentation
Purpose of report
The Glastonbury Festival aims to encourage and stimulate youth culture from around the world in all its forms, including pop music, dance music, jazz, folk music, fringe theatre, drama, mime, circus, cinema, poetry and all the creative forms of art and design, including painting, sculpture and textile art.
The purpose of this study is to examine marketing strategies in music festival, the research be design as a marketing process with 3 step- segmentation, Targeting and positioning
Firstly, focus on use the market segmentation method, to determine the target segments audiences of Glastonbury.
Secondly, choosing targeting markets, make strategy on targeting these segments
Thirdly, through analysis of the music festival industry and links to Glastonbury’s history, the original position be define. New position be set up according to target segments.
Recommendations
Some artists complain that Glastonbury running too big and lost its music nature, the GFL face to make a choice to choosing the nature and direction in future plan. In my personal view, Glastonbury must be position as an international fun event with a social conscience,
Provide multiple perform to targeting multiple segments, its final outlet and direction inevitably move towards to multiplication.
Conclusion
Music festival industry is growing rapidly in recent years， so it is imperative that event manager strive to better understand the motives of attendance. For Glastonbury festival organizers should be encouraged to program more free events aimed at the young generation in particular to offer more opportunities for participation in festivals. They should commit to provide a wide range of activities while at music festivals, Let the glasto could developing better continually.
Contents
1. Introduction ………………………………………………………………………………………………3
2. Marketing theme -...
Event-Glastonbury festival
Marketing topic-market segmentation
Purpose of report
The Glastonbury Festival aims to encourage and stimulate youth culture from around the world in all its forms, including pop music, dance music, jazz, folk music, fringe theatre, drama, mime, circus, cinema, poetry and all the creative forms of art and design, including painting, sculpture and textile art.
The purpose of this study is to examine marketing strategies in music festival, the research be design as a marketing process with 3 step- segmentation, Targeting and positioning
Firstly, focus on use the market segmentation method, to determine the target segments audiences of Glastonbury.
Secondly, choosing targeting markets, make strategy on targeting these segments
Thirdly, through analysis of the music festival industry and links to Glastonbury’s history, the original position be define. New position be set up according to target segments.
Recommendations
Some artists complain that Glastonbury running too big and lost its music nature, the GFL face to make a choice to choosing the nature and direction in future plan. In my personal view, Glastonbury must be position as an international fun event with a social conscience,
Provide multiple perform to targeting multiple segments, its final outlet and direction inevitably move towards to multiplication.
Conclusion
Music festival industry is growing rapidly in recent years， so it is imperative that event manager strive to better understand the motives of attendance. For Glastonbury festival organizers should be encouraged to program more free events aimed at the young generation in particular to offer more opportunities for participation in festivals. They should commit to provide a wide range of activities while at music festivals, Let the glasto could developing better continually.
Contents
1. Introduction ………………………………………………………………………………………………3
2. Marketing theme -...